Henri-Lloyd appoints chief marketing officer
Tom McMullen, CMO of Henri-Lloyd
British marine clothing brand Henri-Lloyd has appointed Tom McMullen as chief marketing officer, a newly created role within the company’s UK-based leadership team.
McMullen has held senior roles in brand, marketing and commercial leadership within the premium and outdoor performance apparel sector. He spent more than ten years at Rapha, where he progressed from head of communications to global marketing director. Before joining Henri-Lloyd, he served as brand and marketing director at outdoor clothing and equipment manufacturer Montane.
McMullen will be based at the company’s headquarters in Manchester. He will work closely with CEO Chris Hammond, who took up the role in October 2025.
“I am excited to be joining the team at Henri-Lloyd and bringing my experience of developing strategic direction for premium brands,” says McMullen. “My focus will be capitalising on Henri-Lloyd’s incredible heritage through campaigns that build desire and participation, while creating a culture that is inspirational and aspirational – whether for someone new to the sport or a seasoned round-the-world sailor.
“We will be developing creative marketing strategies that bring to life the heritage and DNA of the Henri-Lloyd brand, working closely with ambassadors and key partners to deliver cultural relevance alongside clear and measurable business growth.”
CEO Hammond says: “Chief marketing officer is a new role within Henri-Lloyd, and by appointing Tom, we are bringing on board a proven marketeer with a track record of helping premium apparel brands maximise their brand image. He will help us develop compelling campaigns that enhance the authentic and inspirational content and stories that we receive from the many sailors, adventurers, and explorers that rely on Henri-Lloyd to perform, no matter what the conditions.
“Our ambition now is to broaden awareness and appeal of the brand to new audiences through focused and strategic marketing programmes.”
